Social media strategist Rachael King's presentation at Digital East 2011 (#DEast11) on advanced LinkedIn and Twitter marketing strategies for brands and companies. This goes beyond "how to use a hashtag" - it delves into some serious strategy, and teaches you how to stand out from the crowd. Twitter: @rachaelgk Site: http://rachaelgking.com Company: http://iostudio.com

1. advertising | social media | brand intel | shenanigans

2. Who Are You? Rachael King Social Media and Digital Marketing Manager at iostudio President of Social Media Club – DC Chapter (@SMCDC) Gen Y Blogger; Twitter @rachaelgk Currently teaching the 54 states and territories of the National Guard to use social media as a marketing and recruitment tool Hand-picked as one of MTV’s top 20 contestants to be the first Twitter Jockey (MTV TJ) Worked with the Nature Conservancy to turn Cyber Monday into Green Gift Monday, a nationally acclaimed campaign picked up by Mashable Speaker on social media marketing, blogging strategy, and personal branding

4. Offices in Washington, DC & Nashville, TN (HQ)

5. Agency in-house resources:

6. Brand campaign development

7. Online advertising

8. Website development

9. Social media management

10. Photography and video production

11. Custom publications

13. { LinkedIn Marketing } It’s MySpace with ties.

14. Just like LinkedIn for a person shouldn’t be a copy of your resume, LinkedIn for a business shouldn’t be a copy of your website. Show the human side of your company – this is still a social site, albeit a professional one!

16. More professional

17. People expect to be contacted out of (less the the blue (less spammy – if done right)

18. Good way to showcase cool campaigns/projects you’ve done in a professional AND social capacity

19. Not right for everyone – choose your platforms carefully

21. Consistent branding

22. PROOFREAD!!!

23. Claim all your employees

24. Flesh it out (all three sections)

25. Get input from different people and departments

26. Consistent language and voice with your website and other social media sites (but don’t copy and paste)

28. The Four Sections Products & Services This is where you have the opportunity to showcase the value you can provide to clients, glowing recommendations, and fantastic campaigns or projects you’ve worked on. This is also where you’ll engage with prospective clients/customers, which is a big advantage over a traditional press kit or website – since LinkedIn is a social network, it inspires people to ask questions and start a conversation about what they see.

30. Describe company culture, mission and values

31. Outline potential career paths

32. List awards, statistics or milestones

36. Establish your company as an industry leader

37. Get in touch with potential business partners, organizations, or hires

38. Be transparent, but not desperate

39. Be sure to offer value

41. Grow It Who cares if you build it if no one’s there so see it? Embed a button on your website and add a tab to your Facebook page (How To) List your company LinkedIn URL on all outbound marketing and communications Add it to business cards and email signatures Direct potential hires to your LinkedIn page for more information Cross-promote with your other social media sites, via email campaign, or advertise on LinkedIn (target, just like Facebook)

42. Getting Fancy What will set you apart from the rest? Creative, attention-grabbing copy Post consistent (and quality) content Integrate your tweets (#li) - http://learn.linkedin.com/twitter Customize your website links (use “other”, then name it) Downloadable PDF of press kit, company services, etc. (Either with a link, or use box.net) Be active in relevant/popular industry groups (or create one)! Get some bangin’ testimonials on there

43. { Twitter Marketing }

44. Twitter is not a place for the boring. Another stale, vanilla company sending out links to their latest work won’t make any noise. The best marketing strategy you can employ on the Tweet? BE INTERESTING.

46. Posting often isn’t enough – you can’t just make noise. Offer insight, opinions, humor

47. Keep it media rich. If content is king, pictures + video are the crown

48. Show the person (people) behind the tweets, a la Andre of PEPCO

49. Build a tribe, like LivingSocial

51. Choose your Community Manager carefully, and take their advice seriously

52. Relinquish control, or you’ll kill any chances to capitalize on real-time events

53. 80/20 rule

54. Branch out

55. Be in tune with the web (memes, etc.)

56. Keep it local

57. Build QUALITY followers, not quantity

59. Try crazy things. Lots of them – you never know what will hit home with people

60. Get the big guy (CEO, Founder, etc.) on there

61. Announce specials, promotions, discounts

62. Live tweet events for more exposure and to establish yourself in the industry/community

63. Have a brand presence in industry Twitter chats

64. Monitor conversation about your brand and look for opportunities, a la Morton’s

67. Tracking (set up ahead of time)

68. Prizes – don’t give away an iPad!

70. Increase brand awareness

71. Spin-offs to create ROI

72. No limitations

74. Never capitalize on tragedy or disasters (it’s always “too soon”)

75. Can it be controlled or taken offline?

76. A quick, and genuineapology (none of this Reed Hastings crap)

77. Let your audience see you make it right

79. CoTweet or Hootsuite Pro if multiple admins

80. Bit.ly (tracking links)

81. Advanced Twitter search

82. Formulists (organizing followers by demographics/keywords, and finding new people to follow)And now, on to the ones you might not be…

83. Buffer - Free You enter your tweets, it automatically schedules them during your peak response times (coming soon for Facebook pages as well). [link]

84. TwentyFeet – Free and Paid Versions An aggregate dashboard of all your social media sites and analytics. One of the best for freeware. [link]

85. SnapBird – Free A way to search for certain words or hashtags tweets older than 10 days. Doesn’t always work perfectly, but it’s free, and it’s saved me more than once when I needed to find a particular tweet but couldn’t for the life of me remember who sent it. [link]

86. twtrland – Free This generates an analysis of your Twitter profile. It wouldn’t be worth noting, except that it breaks down your tweets by type, which is pretty cool to see (and important if you’re a business trying to hit a certain ratio). [link]

87. CrowdBooster – Free and Paid Versions An engagement dashboard with some serious (and seriously fun) analytics built in, including your most influential followers, and the times of day that are best for you to tweet (you can schedule tweets from the dashboard as well). [link]

88. Awe.Sm – Paid Paid, but it’s cheap, and very powerful. I’m a huge fan of this tool for small businesses, entrepreneurs – anyone who doesn’t want to shell out for the mega-tools. [link]

89. Hashtag Tracking RowFeeder Generally accepted as the best. One term and 500 posts a month are free; plans go up from there. [link] HashTracking Fairly impressive reporting for freeware. Goes back 1k tweets. [link] 3. TweetReach The free version only goes back 50 tweets, but you can get a full report for $20. The visuals it creates are pretty cool. [link]

90. And Twitter Analytics, Finally!!

91. Getting Fancy What will set you apart from the rest? Creative, attention-grabbing bio Post consistent (and quality) content Promote others’ work – and mean it Make an (awesome) custom Twitter background Tracking that gives you advanced insight to adjust your strategy Create a kickass Twitter chat and have a solid brand presence at other popular chats Have a big, fat personality

92. Questions? Rachael King Email: rachael.king@iostudio.com Twitter: @rachaelgk LinkedIn: /in/rachaelgking Website: iostudio.com Personal site: rachaelgking.com